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Nobe

NOBE - targets the urban youth commuters of Italy. Being a brand extension of Bastard, Nobe believes in being raw and bold, yet one can make a style statement by redefining the social norms and flaunt street style with functional features to suit the weather challenges.

Process

Demographic
The street wear culture of Italy is influential, it has its own movement and the youth represents their beliefs in the form of unconventional apparel.
Value Proposition
Bastard - a skateboarding & street wear brand from the streets of Italy wants to be the voice of the youth that can transform the style statement and also comes with functionalities that caters to everyday use.
Product Strategy
The product line has an all year round collection of streetwear that are designed while collaborating with the up and coming street artists that are representing the ideology of today’s millennial generation.
Brand Representation
This concept of combining street fashion with commuting apparel that represents the ideology of today's generation without bullsh*tting around the culture restrictions is what NOBE is about.

Product

The solution was obtained on the basis of market scope, the current demographics of the Italian streetwear market keeping in mind - the Mission, Vision and Value that the parent company holds.The mood board of the collection has been inspired by the behavioural aspect of the Italian urban youth.

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#NoBullSh*t

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#NoBullSh*t

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